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Responses by Kara Goodrich, senior vice president and senior creative director, BBDO New York.

Background: Sandy Hook Promise is a US nonprofit dedicated to raising awareness on gun violence and the warning signs that shooters display leading up to these events. This campaign was created to bring attention to the surge in factors contributing to mental health issues among teenagers this past year—and to the dangers that could pose to themselves and others.

Design thinking: We wanted to capture the “perfect storm” that’s happening inside many teenagers’ heads right now and communicate how that storm is creating human powder kegs. Visual influences for the campaign were drawn from anything and everything teenagers are exposed to, particularly during quarantine: newscasts, memes, text messages, headlines and cartoons that become oddly dark in context.

Favorite details: The unique editorial style of the campaign, combined with intricately layered sound effects that make a powerful combination.

Challenges: Creating work that felt authentic and truly resonated with teenagers and adults.

Specific hurdles: The pro bono nature of the campaign meant that we were partnering with so many people who were giving their own time and talent—and this project required a lot of both. We were constantly aware of the responsibility of doing something creative and evocative that would genuinely help people.

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